Friday, 19 October 2012

Kit Kat in space! #breakfromgravity [video + photos]

Following trends and piggybacking buzz is a productive way of producing Earned Media and Kit Kat followed this route by producing some fun activity around Felix Baumgartner's supersonic freefall.

As the world - and Felix - waited for everything to be ready for the Red Bull Stratos space leap, Kit Kat published a photo to the Kit Kat Facebook Page with the caption 'It could be a long wait Felix.... Have a break, have a Kit Kat.'

Kit Kat / Felix Baumgartner 'have a break' Facebook post

This was a popular post on the Kit Kat Facebook Page with 1544 Likes. Then two days later, 'inspired by Felix Baumgartner and the Red Bull Stratos space jump', Kit Kat 'launched into space' using a balloon and a camera.

Pictures were posted to Kit Kat TwitPic , Twitter and Facebook profiles along with Kit Kat space news updates and everything was aggregated around the hashtag #breakfromgravity:

The finale was then a YouTube video that shows clips from the Kit Kat #breakfromgravity journey into space:

Being topical is hard as it requires fast turnarounds and processes / structures have to be in place to facilitate. Tactical activity in response to real time buzz can be a great way of creating engagement / conversation though and in this case a simple stunt provided interesting video and photo content, connected across platforms - crucially with the key brand message of 'have a break' central to everything.

[disclaimer: Nestle are a client but I was not personally involved with this activity]